The iconic blue jeans market

Mois: octobre 2014

How to understand the strategic brand management of Levi’s and Diesel within the jeans industry ?

Since Levi Strauss & Co made the first pair of jean and Diesel became an iconic global lifestyle brand, we can imagine how competitive the two brands could have been from the very beginning. When Levi Strauss & Co invited the blue jean in 1853, the company was alone, facing no competition. The jeans were made to be strong, convenient and resistent for a specific target : the gold diggers. Levi’s has dominated the market throughought the 19th century taking advantage of the California Gold Rush, but even later between 1950’s and 1980’s. The blue jean was worn by specific cultures such as rockers, hippies etc but little by little, it became the most casual look, worn by anyone. before 1990’s, it was the Levi’s period.

But by the 1990’s, the brand had to face competition from other brands, like Diesel. Founded by Renzo Rosso in 1978, the company really emerged in early 1990’s when the policy of international marketing emerged. And what is interesting to see, is that the Strategic Brand Management of Diesel was based on an anti-Levi’s strategy from the very beginning. Diesel aimed at setting itself apart from Levi Strauss & Co and tried to find a way to show that it was cooler that Levi’s. Therefore, Diesel spent a lot in its advertising campaign by shocking people. It also caricatured the American way of life which completely countered Levi Strauss & Co’s strategy of symbolizing the American Dream. Levi’s began to give the impression of being old-fashioned while Diesel embodied a much cooler brand.

Olivier Le Bas, a young student in management, has embarked on an ambitious adventure: producing Made in France jeans.

But not just any jeans! Olivier Le Bas is looking for the authenticity of the first jeans, namely, those worn by Californian gold miners of the nineteenth century. A true collector’s item!

Olivier Le Bas has selected for his jeans a Milanese high quality fabric. The fabric comes from Italy, but production will take place in France, in Orne (Normandy). An initial series of 100 jeans will be produced and sold on the internet for October 19, 2014.

If this first project is a success for his company, « Atelier de la Venise normande », Olivier Le Bas would like to take up a new challenge: producing jeans totally made in France!

A beautiful ambition that will certainly arouse the interest of people who like Made in France Selvedge Jeans!

The blue jeans market is facing an increase in the counterfeits mainly coming from Maghreb countries, well known for fake luxury products. But a big part come also from Thailand due to cheap labour and materials. The denim used for the most part is of average quality, if not better than average. But the components used such as buttons, rivets, etc. are very low quality.

It’s amazing how blue jeans became as wanted as Louis Vuitton bags or Ray Ban sun glasses (both are products very imitated). This particularly shows how much blue jeans are ICONIC PRODUCTS, a MUST HAVE in one’s closet, indeed.

Let’s have a look at this quick tutorial someone posted on Youtube to spot fake Levi’s jeans !

Blue jeans are the quintessential consumer goods. 1,8 billion pairs is sold every year in the world, 63 million in France alone. In other words, almost one pair per capita.

Jeans are not immune to the crisis, its consumption is stable in Europe, but increases at the global level. The world denim market, estimated at 51 billion dollars in 2012-2013, is expected to reach 56 billion in the next five years. It is thanks to women that the sector has resisted: ten years ago, the men bought twice as many jeans as women; It is today parity.